Holiday has dealers revved up

In overdrive for biggest weekend of the year

START YOUR ENGINES! From hybrids to family cruisers to sporty performers, a special section Saturday and Sunday checks what's in the showrooms for Presidents Day sales.

Presidents Day may be a ho-hum holiday for many who simply enjoy a day off from work, but auto dealers are ready to put their best red, white and blue foot forward this weekend on what they consider a high holiday.

"It's actually the biggest weekend of the year for us," said John Toomey, general sales manager for Gervais Ford in Ayer.

Dealers around the region said there are new models rolling off the assembly lines with wow factor and old models have been updated to meet the needs of motorists.

Gervais Ford started getting ready after New Year's Day, Toomey said.

He marks his calendar every year so he can determine which weekend Presidents Day falls on and starts planning.

Manufacturers are kicking in with rebates and incentives to motivate shoppers, said Geno Neagle, sales manager at Colonial West Chevrolet on John Fitch Highway in Fitchburg.

"You can look at the Silverado for about $10,000 off the sticker price," he said.

Even banks will stay open later to help shoppers with rates and terms, Neagle said.

The holiday isn't just for buying cars anymore, said Marty Babineau, the general manager at North End Subaru Mazda on Chase Road in Lunenburg.

"In today's consumer-driven market, buying and leasing is the same thing," Babineau said.

About 30 percent of customers nationally lease vehicles, he said.

The popularity of leasing fell during the recession as consumers looked for long-term holdings, but the rate is rising again.

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There were 17 million leases nationally in prerecession years, but that fell to 10 million in 2008. The number has climbed every year since and was up to 14 million in 2012, Babineau said.

Toomey and other dealers were happy Blizzard Nemo struck last weekend instead of the upcoming holiday weekend.

"It was actually a godsend the storm was last weekend and not next because that puts a major kibosh on the event," he said.

Presidents Day is a bigger event for dealers in the Northeast than it is in other parts of the country, said Steve Salvadore of Salvadore Chevrolet Chrysler in Gardner.

Shoppers put off buying new vehicles in the dark of winter but by mid-February are ready to look for deals again, Salvadore said.

"I look at it as the time we get our selling year kicked off," Salvadore said.

The Chevrolet Silverado pickup truck is still a hot item after decades on the market, he said.

It can be used for weekend do-it-yourselfers hauling yard materials or for commercial contractors.

The Dodge Ram pickup truck is another longtime model. It was restyled for 2013 and was named the Motor Trend truck of the year.

"It's a completely new truck with new power train that has improved fuel efficiency and weight-load capacity," Salvadore said.

On the other end of the spectrum is the 2013 Spark, which was introduced this model year.

"It's a compact four-door that offers very good fuel efficiency," Salvadore said.

It gets more than 40 mpg and sells for around $14,000, he said.

The Dodge Dart disappeared from the American highway for decades but was reintroduced for the current model year.

Forget the famed slant six engine that many remember; this Dart comes with a modern engine and amenities.

"It is appealing to the younger generation, which is an area the Chrysler product and Dodge product didn't appeal to before," Salvadore said.

Babineau, of North End Subaru Mazda, loves the products his two automotive lines are putting out.

"Right now they are two of the hottest manufacturers out there," Babineau said.

The Impreza is the most fuel-efficient all-wheel drive in America, said Michael Babineau, who is not related to Marty.

"You're going to see 36 highway miles per gallon," Michael Babineau said.

Subarus used to be a niche market vehicle but now is competing with other brands such as Nissan and Kia, Marty Babineau said.

"They are no longer a nerdy looking car," he said.

The Impreza WRX and STI models have beefed up engines appealing to younger buyers.

The brand sold about 185,000 cars in 2007 and 385,000 in 2012 nationally.

"We're expecting to break 400,000 this year," Babineau said.

North End's sales grew 46 percent in January in year-over-year comparison. It sold 128 vehicles in January compared to 89 during the same period a year ago.

The dealership sold 135 in February last year and expects to exceed 150 this month.

"Of the 150, about 40 percent will be" sold during Presidents Day weekend, Babineau said,

Neagle, the sales manager for Colonial West Chevrolet, has everything from the Camara ZL1 muscle car that sells for about $60,000 fully loaded, to the more economical such as the Cruze, aimed at first-time and young buyers.

"The Cruze and Volt, they are hot right now," Neagle said.

Ford has new and revamped vehicles that are drawing in shoppers, Toomey said.

"The trucks are always hot, but Ford has a bunch of new vehicles," he said. "The new Fusion is very sought after, as is the new Escape."

The new C-Max hasn't gotten the buzz yet because Ford is giving it a low-key rollout in limited numbers, but the hybrid has a good future, Toomey said.

"We've been very successful with that car in this area," he said. "As the price of gas keeps up people are looking for a mid-40s, 45 mph car, and its a really cool car."

He estimated the dealership has sold 10 to 12 since its introduction about six months ago.

Its price point is $25,000 to $28,000 and has a unique body style for its class, and provides more utilitarian room.

With older generation hybrids the payback for the purchase price and gas savings never equaled out, but the C-Max can eventually pay for itself.

"I would say the payback is in 21/2 years," Toomey said.

Chevrolet is saving something for later this year.

The car maker plans to introduce the turbo diesel engine in the Cruze in June, Salvadore said.

"Kind of a cool thing," he said.

The car is expected to get up to 60 mpg.

And if shoppers are busy this weekend, they can expect to find the same deals through the end of the month, Neagle said.

The new Corvette Stingray is expected to be released along with redesigned Impala and Silverado later this year, as well.

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